{"id":31631,"date":"2018-11-15T10:49:18","date_gmt":"2018-11-15T18:49:18","guid":{"rendered":"https:\/\/www.enxmag.com\/twii\/?p=31631"},"modified":"2018-11-15T10:58:44","modified_gmt":"2018-11-15T18:58:44","slug":"socially-acceptable-dealers-leverage-twitter-linkedin-and-facebook-to-augment-sales","status":"publish","type":"post","link":"http:\/\/www.enxmag.com\/twii\/feature-articles\/2018\/11\/socially-acceptable-dealers-leverage-twitter-linkedin-and-facebook-to-augment-sales\/","title":{"rendered":"Socially Acceptable: Dealers Leverage Twitter, LinkedIn and Facebook to Augment Sales"},"content":{"rendered":"

There are two things most dealers can agree upon. One, social media engagement is an effective tool for communicating with customers and prospects, whether it\u2019s to promote a product or service, or to keep people abreast of what your company is doing. Two, crafting a message that engages and entertains the reader, contrary to popular opinion, is not as easy as it seems.<\/p>\n

Sure, it\u2019s easy to tie messaging to various holidays, seasons and other points in the calendar year (a Dads-N-Grads special). But coming up with content that is specifically unique and doesn\u2019t blend in with the crowd is particularly daunting. Somehow, Nashville, TN-based Novatech is making it look ridiculously easy, and the dealership didn\u2019t have to hire Geico\u2019s advertising agency to make it a reality.<\/p>\n

\"\"

Darren Metz, Novatech CEO<\/p><\/div>\n

\u201cCopiers and printers are boring,\u201d admitted Darren Metz, CEO of Novatech. \u201cWhen you\u2019re engaging with people in social media, they expect advertising as entertainment. We like to use self-deprecating humor. But half the battle is vying to make the video appear in their feed.\u201d<\/p>\n

The dealer has produced a series of smartly-written videos that are short, entertaining and keeps Novatech in the front of customers\u2019 minds. The \u201cReally Fast Service (Usually)\u201d series illustrates the dealer\u2019s desire to go above and beyond the call of duty to deliver on that promise, but it comes at a cost to produce a humorous twist. Check out its professional-quality clips on drone delivery<\/a> and fast-moving techs<\/a>.<\/p>\n

\u201cIn the videos, our techs try to provide service, but unfortunately, a series of events gets in the way,\u201d Metz added. \u201cThese videos came from the minds of our brilliant marketing team and were produced in-house. We want viewers to know that when they see a Novatech ad, they\u2019re going to get a kick out of it.\u201d<\/p>\n

\"\"

Brad Cates, Prosource<\/p><\/div>\n

Social media plays a pivotal role for Prosource of Cincinnati, as the dealer leverages LinkedIn, Twitter and Facebook to drive engagement on a daily basis. LinkedIn has been the strongest producer for engagements and website sessions, according to President and CEO Brad Cates, and 13 percent of its website traffic in 2017 was driven from social media platforms. The company is on track to grow website sessions from social media by 3 percent for 2018.<\/p>\n

In 2017, Prosource launched a prospect-driving tool, LinkedIn Sales Navigator, to a select group of sales representatives. \u201cOur sales team is focused on sharing value-based, educational content to their networks to drive thought leadership and to position themselves and the company as a trusted technology advisor,\u201d Cates noted. \u201cOur sales team has really embraced LinkedIn Sales Navigator and social selling, which has resulted in smarter prospecting and increased pipeline growth.\u201d<\/p>\n

\"\"

T.J. DeBello,
Stargel Office Solutions<\/p><\/div>\n

Houston-based Stargel Office Solutions began investing in social media during 2018 to help drive its sales efforts. T.J. DeBello, vice president of sales and marketing, believes the LinkedIn platform has been most beneficial in reaching the intended audience with the proper message about Stargel\u2019s value proposition.<\/p>\n

\u201cI think the results are still mixed, but we have set up metrics to continue to monitor measurables,\u201d DeBello observed. \u201cOur new marketing director reports measurables on a bi-monthly basis and has set goals for areas such as the number of in-bound leads.\u201d<\/p>\n

\"\"

Rick Bastinelli,
Centric Business Systems<\/p><\/div>\n

Centric Business Systems of Owings Mills, MD, has redoubled its efforts with digital and social media marketing strategies. President Rick Bastinelli notes the company has launched social media campaigns with Twitter, LinkedIn and Facebook to inform clients and prospects about new solutions, events at Centric and industry news.<\/p>\n

\u201cIn addition to providing valuable content for distribution to our existing followers, it also provides our employees with opportunities to share the information with their network, vastly expanding our reach,\u201d Bastinelli said. \u201cFrom a B2B standpoint, we have found that LinkedIn and Facebook tend to provide the greatest reach. Our click-through rate has increased substantially on both platforms.\u201d<\/p>\n

\"\"

Bob Maxwell,
KOMAX Business Systems<\/p><\/div>\n

At KOMAX Business Systems of South Charleston, WV, Facebook is a popular option for posting the dealer\u2019s activities in terms of community and charity events or promoting product and service offerings. President and Owner Bob Maxwell says the company has generated positive results and feedback from its weekly posts. Upon completion of its Butler Street training, KOMAX\u2019s sales team began using LinkedIn to expand its social reach and generate more engagement opportunities.<\/p>\n","protected":false},"excerpt":{"rendered":"

There are two things most dealers can agree upon. One, social media engagement is an effective tool for communicating with customers and prospects, whether it\u2019s to promote a product or service, or to keep people abreast of what your company is doing. Two, crafting a message that engages and entertains the reader, contrary to popular opinion, is not as easy as it seems. Sure, it\u2019s easy to tie messaging to various holidays, seasons and other points in the calendar year (a Dads-N-Grads special). But coming up with content that is specifically unique and doesn\u2019t blend in with the crowd is particularly daunting. Somehow, Nashville, TN-based Novatech is making it look ridiculously easy, and the dealership didn\u2019t have to hire Geico\u2019s advertising agency to make it a reality. \u201cCopiers and printers are boring,\u201d admitted Darren Metz, CEO of Novatech. \u201cWhen you\u2019re engaging with people in social media, they expect advertising as entertainment. We like to use self-deprecating humor. But half the battle is vying to make the video appear in their feed.\u201d The dealer has produced a series of smartly-written videos that are short, entertaining and keeps Novatech in the front of customers\u2019 minds. The \u201cReally Fast Service (Usually)\u201d series illustrates the dealer\u2019s desire to go above and beyond the call of duty to deliver on that promise, but it comes at a cost to produce a humorous twist. Check out its professional-quality clips on drone delivery and fast-moving techs. \u201cIn the videos, our techs try to provide service, but unfortunately, a series of events gets in the way,\u201d Metz added. \u201cThese videos came from the minds of our brilliant marketing team and were produced in-house. We want viewers to know that when they see a Novatech ad, they\u2019re going to get a kick out of it.\u201d Social media plays a pivotal role for Prosource of Cincinnati, as the dealer leverages LinkedIn, Twitter and Facebook to drive engagement on a daily basis. LinkedIn has been the strongest producer for engagements and website sessions, according to President and CEO Brad Cates, and 13 percent of its website traffic in 2017 was driven from social media platforms. The company is on track to grow website sessions from social media by 3 percent for 2018. In 2017, Prosource launched a prospect-driving tool, LinkedIn Sales Navigator, to a select group of sales representatives. \u201cOur sales team is focused on sharing value-based, educational content to their networks to drive thought leadership and to position themselves and the company as a trusted technology advisor,\u201d Cates noted. \u201cOur sales team has really embraced LinkedIn Sales Navigator and social selling, which has resulted in smarter prospecting and increased pipeline growth.\u201d Houston-based Stargel Office Solutions began investing in social media during 2018 to help drive its sales efforts. T.J. DeBello, vice president of sales and marketing, believes the LinkedIn platform has been most beneficial in reaching the intended audience with the proper message about Stargel\u2019s value proposition. \u201cI think the results are still mixed, but we have set up metrics to continue to monitor measurables,\u201d DeBello observed. \u201cOur new marketing director reports measurables on a bi-monthly basis and has set goals for areas such as the number of in-bound leads.\u201d Centric Business Systems of Owings Mills, MD, has redoubled its efforts with digital and social media marketing strategies. President Rick Bastinelli notes the company has launched social media campaigns with Twitter, LinkedIn and Facebook to inform clients and prospects about new solutions, events at Centric and industry news. \u201cIn addition to providing valuable content for distribution to our existing followers, it also provides our employees with opportunities to share the information with their network, vastly expanding our reach,\u201d Bastinelli said. \u201cFrom a B2B standpoint, we have found that LinkedIn and Facebook tend to provide the greatest reach. Our click-through rate has increased substantially on both platforms.\u201d At KOMAX Business Systems of South Charleston, WV, Facebook is a popular option for posting the dealer\u2019s activities in terms of community and charity events or promoting product and service offerings. President and Owner Bob Maxwell says the company has generated positive results and feedback from its weekly posts. Upon completion of its Butler Street training, KOMAX\u2019s sales team began using LinkedIn to expand its social reach and generate more engagement opportunities.<\/p>\n","protected":false},"author":166,"featured_media":30908,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1650,82,87,1638],"tags":[2042,2016,3410,2265,1480],"_links":{"self":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/31631"}],"collection":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/users\/166"}],"replies":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=31631"}],"version-history":[{"count":2,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/31631\/revisions"}],"predecessor-version":[{"id":31636,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/31631\/revisions\/31636"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/30908"}],"wp:attachment":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=31631"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=31631"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=31631"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}